secrets of cold calling

Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz

Secrets of Effective Cold Calling

Craig James

Sales Solutions

July 31st, 2007


Agenda

How to use this medium Introductions Content Closing Q&A


What defines a cold call?

First contact You are unknown to the prospect


How does the mere thought of cold calling make us feel?


Why is making cold calls unappealing?



Because we expect the worst



“I’m not interested” “I’m busy” (You’re interrupting me)



“I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current

provider”



“I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current

provider” “I hate telemarketers!”


What makes them “cold”

No rapport has been built

No relationship has been established

No trust has been earned


Why else?

We don’t know what to say when we hear these objections when we get voice mail When we get the gatekeeper when we actually get our target on

the phone!


How could we “warm up” cold calls?

Expectations You will get more nos than yesses

The best baseball players make out twice as often as they get a hit!

Attitude Apprehension - it’s normal! “I am not a telemarketer!” Don’t take nos personnally Rejoice at the yesses! Worse thing that could happen?

Elements of an Effective Cold Call

Preparation Delivery Discussion Commitment


Preparation

Get in a positive frame of mind Identify the right prospect

companies Determine and identify the right

individual(s) at the company Conduct research on your prospects Have a realistic expectation and

goal for your cold calling session



What is a realistic expectation and goal? It is not to close a sale It is to

establish a relationship by building rapport and trust

stimulate interest and desire by conveying benefits

determine if prospect is qualified by asking questions

schedule a meeting or next call

Preparation

Create and practice a 20-second elevator pitch

Have a set of benefit statements Have a set of questions to ask

Discovery FUD

Consider making a pre-call contact (letter, email)


Preparation

Expect resistance. Have responses to the most common objections

Set aside large blocks of time to make your calls.


Delivery

Be confident and self-assured What you say

Choice of words Connect with dissatisfaction Benefit/value statements

How you present Inflection, pacing Convey uncertainty as to fit


Delivery

State who you are, the company you represent, and what you do

Present your concise benefit statement


Discussion

Ask your short series of discovery and FUD questions

Open questions for discovery Leading questions for qualification

Decide if you have a qualified prospect


Commitment

If so, schedule a meeting or second discussion



How to handle resistance

I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current

provider” “I hate telemarketers” “I don’t believe you”


Summary

Cold calling doesn’t have to be either unpleasant or unproductive it doesn’t even have to be cold!

The best way to effectively cold call is to be prepared (benefits, resistance) be practiced in your delivery be skillful in the use of questioning


Closing Q & A


Sales Solutions

Service Offerings Skill Enhancement/Sales Process

Improvement One-on-One Sales Coaching Customized Sales Consulting Strategic and Tactical Advisory

for live deals


Secrets of Effective Cold Calling

Craig James

Sales Solutions

877-862-8631

[email protected]

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